We believe human imagination and creativity is the most valuable skill of the future.
The Business of Creativity began with a bold idea:
”Creativity isn’t just for a select few, it’s a fundamental skill that can be taught, nurtured, and unleashed across every corner of life and business.”
We launched our first course three years ago, The Business of Creativity, an eight-week online journey into the heart of creative thinking. Since then, we’ve grown.
Our vision has expanded, and our name now reflects everything we stand for: The Business of Creativity is no longer just a course, it’s a movement.
Today, we offer a growing suite of expert-led courses and adjacent products, including live events, thought leadership, and a bespoke consultancy, designed to unlock creative potential wherever it lies.
From business leaders to brand builders, from marketers to makers, we equip people with the confidence and tools to think differently and act boldly.
At the heart of our company is one mission: To unlock creative potential. Because in an automated world, imagination, innovation and creativity are your greatest assets.
Tool for the creative mind.
Platform for the world’s most credible creative voices.
Champion for the transformative power of creativity.
Sign up to our newsletter for your weekly dose of creative inspiration.
Sign up to our newsletter for your weekly dose of creative inspiration.
25+ years driving technology transformation at the intersection of marketing, media, and AI.
He has led $5+ billion in strategic transactions, scaled AI-first companies, and held leadership roles across Oracle, Neustar, Publicis Groupe, TelevisaUnivision, and more.
Today, as the founder of Alpha, he advises boards and executives on how to govern AI transformation with confidence. Named a LinkedIn Top Voice and featured in major business publications, Wolfe Pereira combines real operator experience with board-level strategic insight.
Now, he brings that expertise to you—giving you the operator’s perspective on how to thrive in the AI era.
Learn why 87% of leaders say creativity is as vital as efficiency, and how human ingenuity will define success in a world transformed by AI.
John Hegarty has been central to the global advertising scene for over six decades.
He was a founding partner of Saatchi and Saatchi in 1970. And then TBWA in 1973. He founded Bartle Bogle Hegarty in 1982 with John Bartle and Nigel Bogle. The agency now has 7 offices around the world. He has been given the D&AD President’s Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame.
John was awarded a Knighthood by the Queen in 2007 and was the recipient of the first Lion of St Mark award at the Cannes Festival of Creativity in 2011. John has written 2 books, ‘Hegarty on Advertising – Turning Intelligence into Magic’ and ‘Hegarty on Creativity – there are no rules’.
In 2014 John co-founded The Garage Soho, a seed stage Venture Capital fund that believes in building brands, not just businesses.
Orlando is probably the world’s leading thinker on creative effectiveness. He is the author of advertising’s ‘repair manual’, Lemon, published by the Institute of Practitioners in Advertising in 2019, and its sister publication, Look out (IPA, 2021), the ‘advertising guide’. His books are found on the curricula of communications courses; they complete the libraries of universities and advertising agencies.
Orlando is respected by both advertisers and advertising agencies because he can talk both the language of creativity and profitability. His research draws on neuroscience, the creative arts and advertising history to describe how advertising works, and how it works at its best. How the work, works.
Orlando is unique in drawing a link between advertising’s creative features and its profitability, and for showing how advertising styles have changed in the digital world. If you have ever heard the advertising term ‘fluent device’, it’s because he coined it (and if you haven’t, he uses it to describe the profitable use of recurring characters and long-running scenarios in advertising campaigns).
Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.
For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.
Greg oversaw NIKE’s brand communications and experiences as NIKE was solidifying its position as one of the preeminent brand storytellers of the modern era and the leading innovator in digital and physical brand experiences. Through his leadership, Nike drove themes of equality, sustainability, and empowerment through sport in some of its most significant brand communications. That work was, in part, driven by his role on the Advisory Board of the NIKE Black Employee Network and as a member of the NIKE Foundation Board of Directors.
His role in the rise of marketing and design through that period was recognized in 2015 when Fast Company named him one of the Most Creative People in Business. He’s also been recognized for his transformative leadership in the industry through the Business Insider’s 50 Most Innovative CMOs and AdAge’s Power Players annual lists.
In 2022, Greg brings all of his brand experience to the world through his new book Emotion by Design: Creative Leadership Lessons From a Life at Nike.
